Equity Analysts Thomas Kierath and Monique Rooney also remarked on the influence of Amazon Australia on the retailer:

“Amazon’s Australian launch on December 4 appears to have limited impact”.

Morgan Stanley referenced American-based Best Buy and its battle against Amazon, before expressing confidence that JB Hi-Fi could maintain its margins in the long term:

“Our comparison of JB Hi-Fi and Best Buy’s operating metrics shows that JB Hi-Fi is a more productive, leaner model with a stronger growth outlook”.

Mr Kierath and Ms Rooney have classified JB Hi-Fi as a “best-in-class retailer”, however, remain cautious about the broader industry and consumer cycle.

The news comes after Deutsche Research Analysts affirmedthat Amazon Australia may take longer to make a significant impact than originally thought:

“This was not the terrible Christmas it was looking like it could have been back in November and while it is still very early days, Amazon’s soft launch suggests it could take far longer than most thought to have an impact”.